{"id":91,"date":"2026-07-17T07:28:29","date_gmt":"2026-07-17T07:28:29","guid":{"rendered":"https:\/\/emporiant.com\/support\/?p=91"},"modified":"2026-07-17T07:52:11","modified_gmt":"2026-07-17T07:52:11","slug":"how-do-i-read-my-monthly-report","status":"publish","type":"post","link":"https:\/\/emporiant.com\/support\/reporting-dashboards\/how-do-i-read-my-monthly-report\/","title":{"rendered":"How Do I Read My Monthly Report?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Every month you get a performance report. Here&#8217;s how to actually read it, not just glance at it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Executive Summary<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The top-line numbers and what changed vs. last month \u2014 spend, results, and the one or two things that mattered most this period.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Channel Performance<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Broken down by platform (Meta, Google, etc.):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Spend<\/strong> \u2014 what was invested<\/li>\n\n\n\n<li><strong>Reach &amp; impressions<\/strong> \u2014 how many people saw your ads<\/li>\n\n\n\n<li><strong>Results<\/strong> \u2014 leads, purchases, sign-ups, whatever your defined conversion is<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. Key KPIs, explained<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>KPI<\/th><th>What it tells you<\/th><th>Good direction<\/th><\/tr><\/thead><tbody><tr><td><strong>Cost per result<\/strong> (CPL\/CPA)<\/td><td>How much you pay per lead or sale<\/td><td>Down over time<\/td><\/tr><tr><td><strong>Conversion rate<\/strong><\/td><td>% of people who took the desired action after clicking<\/td><td>Up, or stable at a healthy benchmark for your industry<\/td><\/tr><tr><td><strong>ROAS<\/strong> (Return on Ad Spend)<\/td><td>Revenue generated per \u20ac1 spent<\/td><td>Above your breakeven ROAS (varies by margin \u2014 ask us for yours)<\/td><\/tr><tr><td><strong>CTR<\/strong> (Click-Through Rate)<\/td><td>How compelling your ad is at getting a click<\/td><td>Benchmark varies by platform\/placement, but consistency matters more than the raw number<\/td><\/tr><tr><td><strong>Frequency<\/strong><\/td><td>How often the same person sees your ad<\/td><td>Watch for fatigue if this climbs too high within a short window<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4. Insights &amp; Next Steps<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The most important section, and the one people skip. This is where we explain <em>why<\/em> the numbers moved and what we&#8217;re changing next \u2014 new creative, audience refinement, budget reallocation, etc.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How to actually use this report<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Don&#8217;t overreact to one month.<\/strong> Performance marketing compounds over 60\u201390 days as the algorithm gathers data. A flat or slightly down month isn&#8217;t automatically a problem.<\/li>\n\n\n\n<li><strong>Watch the trendline, not the snapshot.<\/strong> Compare 3 months at a time, not month-over-month in isolation.<\/li>\n\n\n\n<li><strong>Bring questions to the Insights section first<\/strong> \u2014 most &#8220;why did this happen&#8221; questions are already answered there.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">If something looks off<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If a number looks wrong (e.g., a sudden reporting gap or a metric that doesn&#8217;t match your own sales data), flag it immediately rather than waiting for the next report \u2014 tracking issues are much easier to fix within days than after a full month has passed with bad data.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Direct access to explanations<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Growth OS\u2122 Acquisition and Scale clients get direct contact with Anto for report walkthroughs \u2014 no scheduling through a general inbox required.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every month you get a performance report. Here&#8217;s how to actually read it, not just glance at it. 1. Executive Summary The top-line numbers and what changed vs. last month \u2014 spend, results, and the one or two things that mattered most this period. 2. Channel Performance Broken down by platform (Meta, Google, etc.): 3. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-91","post","type-post","status-publish","format-standard","hentry","category-reporting-dashboards"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/emporiant.com\/support\/wp-json\/wp\/v2\/posts\/91","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/emporiant.com\/support\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/emporiant.com\/support\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/emporiant.com\/support\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/emporiant.com\/support\/wp-json\/wp\/v2\/comments?post=91"}],"version-history":[{"count":2,"href":"https:\/\/emporiant.com\/support\/wp-json\/wp\/v2\/posts\/91\/revisions"}],"predecessor-version":[{"id":107,"href":"https:\/\/emporiant.com\/support\/wp-json\/wp\/v2\/posts\/91\/revisions\/107"}],"wp:attachment":[{"href":"https:\/\/emporiant.com\/support\/wp-json\/wp\/v2\/media?parent=91"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/emporiant.com\/support\/wp-json\/wp\/v2\/categories?post=91"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/emporiant.com\/support\/wp-json\/wp\/v2\/tags?post=91"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}